Canada
AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers
The Alcohol and Gaming Commission of Ontario (AGCO) has served BetMGM Canada Inc. with an Order of Monetary Penalty (OMP) of $110,000 for violations of the Registrar’s Standards for Internet Gaming.
In two separate incidents in 2024, BetMGM engaged marketing companies who offered cash to members of the public in return for opening new BetMGM accounts. The marketing activities occurred in public forums, such as a major national trade conference. Under AGCO’s Standards, operators are responsible for the conduct of their third-party suppliers who are contracted to support the operator’s Ontario gaming business, and must require their third-parties to meet Ontario laws, regulations and standards (Standard 1.19).
Ontario is one of the first jurisdictions in the world to establish and enforce rules that strictly limit high-risk inducement advertising and marketing in the online gambling industry. Registered iGaming operators are prohibited from offering gambling inducements, bonuses and credits as part of their broad public advertising and marketing activities (Standard 2.05). These Standards exist to protect Ontarians from predatory advertising and promotional marketing practices in order to limit the risk of gambling-related harm.
A registered operator served with an OMP by the AGCO has the right to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), which is an adjudicative tribunal independent of the AGCO and part of Tribunals Ontario.
QUOTE
“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities. The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”
Dr. Karin Schnarr, Chief Executive Officer and Registrar – AGCO
ADDITIONAL INFORMATION
BetMGM Canada Inc. failed to comply with the Registrar’s Standards for Internet Gaming. Specifically, the licensee failed to comply with the following provisions of the Standards:
- 1.19 Operators are responsible for the actions of third parties with whom they contract for the provision of any aspect of the Operator’s business related to gaming in Ontario and must require the third party to conduct themselves in so far as they carry out activities on behalf of the operator as if they were bound by the same laws, regulations, and standards.
- 2.05 Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.
Contrary to the Standards, BetMGM Canada Inc. and/or their affiliates allegedly engaged in the following activities:
| a) | On or about January 13 and 14, 2024, BetMGM representatives were alleged to have attended the National Franchise Show and were offering $100 in cash to new players for opening a new account and depositing $15. |
| b) | On or about March 11, 2024, BetMGM acknowledged that its marketing affiliate “Above the Street” had engaged in prohibited inducement marketing. The conduct resulted in 377 player sign-ups and $127,180.00 in commissions to “Above the Street”. |
| c) | On or about April 13, 2024, another BetMGM marketing affiliate “Maple Leaf Marketing” engaged in prohibited inducements and marketing to induce on-site activations and acquire new players. The conduct resulted in 94 player sign-ups and about $34,000.00 in commissions paid to “Maple Leaf Marketing”. |
High Roller Technologies and Playtech announced a strategic partnership for Ontario, Canada, that will see Playtech provide its industry-leading technology to power High Roller’s platform and premium brand, ensuring a seamless, high-quality experience for players in the region.
Ben Clemes, Chief Executive Officer at High Roller, said: “Collaborating with Playtech in Ontario is an exciting step for High Roller as we continue to grow and evolve. Playtech’s well-established technology will be instrumental to our mission of providing a world-class entertainment experience for our players.”
Sergey Harutyunyan, Chief Revenue Officer at Playtech, said: “We are delighted to partner with High Roller as they expand into Ontario. Playtech’s technology is designed to support operators in regulated markets, and we look forward to working together to provide High Roller’s players with safe, innovative, and engaging gaming experiences.”
Ontario represents a key market for both companies, featuring a robust regulatory framework and fast-growing player base. Recently, High Roller announced the submission of its Internet Gaming Operator license application for Ontario, and subject to licensing and regulatory approval, High Roller anticipates launching live operations in H2 2025.
Ontario Lottery and Gaming Corporation (OLG) is supporting accessibility in the iGaming industry with the launch of Red Panda Tails of Wealth – the first digital slot game designed with built-in accessible features to support players with disabilities.
In the popular digital casino landscape, people with disabilities often face barriers to participation. Instead of waiting for change, OLG is driving it by introducing the industry’s first inclusive gaming experience that provides the same fun and excitement to all players.
“We are excited to launch Red Panda Tails of Wealth on olg.ca, which is the result of a focused effort to put accessibility at the forefront of game design. The game is a proof of concept that shows how removing barriers to play can move us towards a more inclusive future in the gaming industry,” said Dave Pridmore, OLG’s Chief Gaming Officer.
With nearly one-third (28%; StatCan 2022) of Ontarians reporting a disability, the launch of Red Panda Tails of Wealth breaks barriers and provides more equitable access to play for an often-overlooked audience.
While Red Panda Tails of Wealth mirrors the appearance and gameplay of other iCasino slot games in market, it is built with universal design principles to deliver a fun, inclusive and user-friendly experience for all players.
Key accessibility features include:
• Compatibility with assistive technologies like screen readers and keyboard navigation
• A high-contrast colour palette for enhanced visibility
• An accessible heads-up display engineered to integrate seamlessly into future games.
To develop this first-of-its-kind game, OLG collaborated with Pixiu Gaming and Light & Wonder Spark. To ensure the game was accessible and inclusive OLG partnered with Fable – a Toronto-based company that connects organizations with people with disabilities for digital accessibility insights.
The insights from people with disabilities collected via remote user testing sessions played a key role in helping OLG create a game that meets real-world accessibility needs.
“Our mission at Fable is to empower people with disabilities to participate, contribute, and shape society – and this is how true accessibility is achieved. We’re thrilled to partner with OLG, who recognize the importance of embedding the voices and experiences of people with disabilities throughout the development of their new game,” said Kate Kalcevich, Head of Innovation at Fable.
High Roller Technologies, operator of the premium online casino brands High Roller and Fruta, announced the submission of its Internet Gaming Operator license application in Ontario, Canada, targeting the launch of its flagship brand HighRoller.com in the second half of 2025.
“The submission of our licensing application to access Ontario’s regulated online gambling market is an important milestone in our Company’s journey. Once our application is approved, we anticipate that we will have the opportunity to launch our online casino product into the market later this year,” said Ben Clemes, Chief Executive Officer at High Roller.
Ontario is one of the largest regulated online gambling markets in the world as measured by gross gaming revenue. In 2024, regulated online gambling operators within the province generated approximately $2.3B in gross gaming revenue, and growth continues to be recorded in the first half of 2025. Recently, the province of Alberta passed enabling legislation to establish a regulatory framework for online gambling. Once available, the Company also intends to pursue licensure in Alberta to expand its regulated market footprint in Canada.
“Ontario is missing an elegant brand like High Roller. We’re excited to roll out the red carpet for our new customers, and we’re looking forward to showcasing our tremendous product,” said Clemes.
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